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论文编号：	10603
作者编号：	2120163027
上传时间：	2018/12/7 11:46:40
中文题目：	GT银行手机银行个人客户分类及管理的研究
英文题目：	Research on Mobile Banking Individual Customer classification and management of GT Bank
指导老师：	李东进
中文关键字：	手机银行；客户关系管理；客户分类；客户价值评价模型
英文关键字：	Mobile banking；Customer relationship management；Customer classification；Customer value assessment model
中文摘要：	近些年来，随着移动互联网产业的快速发展，银行正面临业务模式转型和发展的转折点，手机银行成为银行发展互联网金融和金融模式创新的主要渠道；另一方面随着移动互联网网民的迅速增加，手机银行市场迅速发展，蕴含巨大潜力，同时也面临着激烈竞争。在买方市场下，手机银行的市场竞争实质就是客户的竞争，手机银行个人客户的发展，关系到银行个人客户的发展和客户结构的调整，对银行整体业务及经营至关重要。 本文在客户关系管理的背景下，研究了客户分类的三大理论——客户生命周期理论、客户终生价值理论和客户忠诚理论，讨论了基于客户价值对客户进行分类的意义、方法以及客户类型划分。之后在对GT银行手机银行及整体行业发展情况分析的基础上，结合客户分类管理中传统的客户评价模型FRM和GT银行手机银行的发展现状、特征选取客户评价指标，并增加了10个二级指标，对RFM模型进行改善和细化，构建了手机银行个人客户价值评价FSC模型。该模型从客户活跃度、客户黏性和客户贡献度三个维度对客户进行价值评价，在此基础上，采用运筹学领域的层次分析法，将定性与定量方法相结合，确定出各评价因子权重。之后，利用赋值加权的方法，选取GT银行手机银行部分个人客户作样本开展实证分析，通过计算个人客户的综合价值对客户进行分类，将理论与模型、方法与实证相结合，对FSC模型有效性进行了验证，从而得出结论。最后，针对GT银行手机银行个人客户实证分析的分类结果，提出对三大类客户——关键客户、普通客户、小客户的管理策略和具体措施，以期通过个人客户的分类管理优化客户结构，提升客户关系管理效率，实现企业利润的最大化，最终达到客户与企业双赢的目的。
英文摘要：	In recent years,with the rapid development of mobile Internet industry,Banks are confronted with the business mode transformation and the turning-point,mobile banking has become the mian channel for banks to develop Internet finance and financial model innovation.On the other hand,with the rapid growth of mobile Inernet users,the mobile banking market has been developing rapidly with huge potential,but also facing fierce competition.In the buyer’s market,the market competition of mobile banking is actually the competition of customers.The development of individual customers of mobile banking,is related to the development of individual customers and the adjustment of customer structure of Banks,which is of vital importance to the overall business and operation of it. Under the background of customer relationship management,we research the three customer value theories-Customer life cycle,Customer lifetime value,Customer loyalty and discuss the siginificance,method,type of customer classification on account of customer value.Then, integrate the traditional customer classification model-RFM and the characteristics of into a new model-FSC to evaluate the mobile banking individual customer’s value.This model selected 10 secondary indexes to improve and refinie the RFM model,based on the analysis of the development situation of mobile banking of GT bank and tne whole industry.The FSC model evaluate customer’s value form three dimensions-customer activity,customer retention and customer contribution,and it.On this basis, use the analytic hierarchy process(ahp) in the field of operations research,integrate the qualitative and quantitative method to determine the weight of each evaluation factor.Then,make empirical analysis of mobile banking individual customer of GT bank,by using the method of weighting.The customers were classified by calculating the comprehensive value,integrating theories and models,methods and examples into prove the validity of the FSC model,and draw the conclusion.Finally,contrapose the empirical analysis result of the mobile banking individual customer classification of GT bank,the paper proposes the classification management strategy and opinions of three types-key,general and small,in order to optimize customer structure and improving customer relationship management effectively through the individual customer classification management,maximizes enterprises profits and reaching the goal of win-win for both customers and enterprises.
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